Facebook Business & Marketing Solutions – Kent Schoen, Facebook

9:53 AM – This is going to be an interesting session considering my “history of hate” with Facebook Beacon, etc. Who knows? Maybe Beacon won’t even be mentioned. We’ll see.

The description of the session is as follows:

This session will present an overview of Facebook advertising and marketing solutions, including the Facebook Social Ads system and the Facebook application platform.

Uh huh. Watch it live as I live blog this session beginning around 10:30 AM Eastern time using CoveritLive.

A Manifesto for Mobile and Location Based Social Networks

Mobile is hot. Untethering from computers is the next generation of the web and I’ve said it for awhile.

FindWhere CEO Jaap Groot and my friend and DoC co-host Geoff Livingston have co-authored a white paper (they call it a manifesto) for mobile and location-based social networks outlining eight requirements for a successful mobile endeavor.

The true local, mobile and social breakthrough requires a completely converged product that will be so intuitive and robust that community members won’t have to wrestle with such a service. Instead, it will be so easy and fun, online community members will clamor to be a part of the craze. They will actively engage, and voluntarily spread the word about their experiences, in hopes that their friends will join them online. The winning service will be so compelling that it will be viral.

They go on to describe the eight factors:

  1. Provide a base offering free of charge. Today’s social network user does not tolerate paid-for services.
  2. Work on a wide selection of phones.
  3. Offer an intelligent, simple user interface for accessing information.
  4. Use GPS rather than force users to manually enter their location every time.
  5. Integrate intelligently into existing social networks rather than further inundate people with a new one.
  6. Allow users to share and use their location data in as many ways as possible.
  7. Enable individuals to set various levels of privacy control for personal security.
  8. Monetize in an intelligent, non-intrusive way

Some of these factors are implemented better than others and some are not technically possible with the mobile client and telcos the way they exist now. Things need to change within the four walls of the carriers.

Twitter Brightkite Facebook Mobile
Free Yes Yes Yes
Phone Support Yes Partial Some
Mobile/iPhone Interface Partial Yes Partial
GPS Compatible* No No No
Existing SocNet Integration Partial Yes No
Location Data easy for Users to Use Yes No Yes No
Privacy/Security Controls Yes Yes Yes
Low Impact Monetization No No Yes
*GPS is carrier-sketchy. Verizon Wireless, for instance, disables in phones

As with all white papers, it is a call to action. A spotlight on gaps in the industry. One day, all of these items will be inherent in the social offerings but it could take 5-10 years to see that occur.